swift solutions are experiencing rapid growth, particularly in the Latin American region where Brazil is rapidly becoming a significant player in terms of both adoption and revenue generation.
By 2029, it’s expected that Brazil will take the second spot among Fast (Free Ad-Supported Streaming Television) markets worldwide outside the U.S., contributing significantly to shaping the future landscape of connected TV.
One significant point highlighted in Maria Rua Aguete’s upcoming presentation as part of Rio2C, Latin America’s biggest creative gathering for the entertainment industry, is one of the key insights she plans to share. This insight was presented during her keynote speech on Tuesday.
Based on Omdia’s predictions, the worldwide media and entertainment industry is projected to earn approximately $1.07 trillion by 2025. The majority of this revenue, about 70%, will come from online video platforms, which are also experiencing a yearly growth rate of 13%. Meanwhile, traditional pay-TV services are witnessing a steady decrease, while Fast (Free Ad-Supported Streaming Television) services are gaining traction, increasing user interaction and advertising income at a swift pace.
Brazil Rises to FAST’s Global Top Tier
In a statement to EbMaster before her presentation, Rua Aguete shared that Brazil is currently the third-largest market for FAST services outside the U.S., but is expected to surpass Canada in revenue by 2029. She emphasized that it’s not just about adoption, but rather about generating income, which is the focus of their presence.
As predicted by Omdia, it’s anticipated that Brazil’s online video earnings will soar to a whopping $14.4 billion by the year 2029. A significant chunk of this growth, around $3 billion, is expected to come from advertising revenues. Interestingly, Brazilians are gravitating towards free services rather than subscriptions, and platforms such as Pluto TV, Samsung TV Plus, and Tubi have become common sights among the top-viewed services on Smart TVs in Brazil. These free platforms now often share screen time with established names like Netflix, Prime Video, and Globoplay.
Advertising Trends: Underspending in Streaming
At Rua Aguete’s keynote, it’s expected that her remarks will resonate with those from the brand and agency sectors, as she underscores a significant discrepancy in the worldwide advertising landscape, which she refers to as “a vast disparity.” Remarkably, consumers are spending more time than ever on streaming platforms – an average of 86 minutes daily – yet advertisers persistently prioritize investments in social media and traditional television over streaming.
In Brazil, there’s a significant gap regarding fast and online video usage compared to other media. This represents a substantial opportunity for growth, as she pointed out.
Worldwide, Connected TV (CTV) advertising is rapidly expanding and anticipated to increase by around 80% within the next five years. In Brazil, CTV earnings are on the rise while YouTube’s share is forecasted to drop from 56% in 2024 to 41% by 2029, as more premium ad-supported platforms become popular.
Smart TVs Are the New Shopfronts
A significant part of this transition is fueled by the swift increase of Smart TVs. In Brazil, about 45% of viewers who access Fast Audience Streaming Technology (FAST) utilize Smart TVs, while approximately 20% opt for smartphones. Among the Smart TVs employed to stream these services, Samsung dominates the market with a 51% share, followed closely by LG at 20%. It’s worth noting that 83% of FAST content in Brazil is primarily viewed on Smart TVs, often through integrated applications, as pointed out by Rua Aguete.
Projected to reach $6.6 trillion by 2029, the burgeoning e-commerce market was emphasized, with a focus on the growing opportunity for shoppable TV – an area where companies such as Samsung and LG are making significant investments. “If we can successfully implement shoppable TV, allowing purchases to be made via television just as easily as through smartphones now, the potential for increased revenue is vast,” she added.
Streaming Landscape: FAST Enters the Top 10
The FAST platform has moved beyond its specialized status, as it consistently ranks among the top 10 most frequently used streaming applications on Smart TVs worldwide, including countries like Brazil, Mexico, the US, and various regions in Europe.
As a movie enthusiast, I’ve noticed that the companies reaping the commercial benefits from streaming services differ greatly depending on the region. For instance, in the Americas, platforms such as Samsung, Roku, and LG are leading the charge with CTV (Connected Television) services. However, my personal observation indicates a different story in Europe where public service broadcasters and video streamers like Pluto TV seem to dominate the scene.
Netflix’s Brazil Strategy? Local Hits with Global Reach
globally, Netflix continues to count Brazil as its second-largest subscriber market, according to Omdia’s estimates. In 2024, Netflix released a surge of original series set in Brazil, which garnered considerable attention worldwide. Some of the most successful shows were “Desperate Lies,” “Burning Betrayal,” “Senna,” and “Bionic.” These programs were not primarily designed for international audiences but instead aimed to tell genuine stories that reflect Brazilian culture, a unique quality that has unexpectedly made them more appealing and possibly easier to export. (PlumResearch reports this, and Rua Aguete emphasized it.)
She mentioned that ‘Senna’ stands out because it was created with a worldwide audience in mind right from the beginning. However, many successful Brazilian shows on Netflix become popular mainly due to their strong local connections rather than global ambitions.
What’s Next?
The rapid expansion of FAST content isn’t showing signs of deceleration. In just four years, its usage in Brazil has quadrupled on a weekly basis, and now approximately one-third of the population regularly consumes it. Although it currently contributes to only 6% of premium video ad revenue in Brazil, this percentage is anticipated to climb steadily over time.
As a movie enthusiast, I’m keeping a keen eye on the film scene in Brazil. It seems like the future pulse of global streaming is beating strongly there, much like Rua Aguete aptly pointed out: “To grasp where the future of worldwide streaming is heading, just tune in to Brazil.
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2025-05-27 14:48